Itching to learn the proper SEO blueprint to take your roofing company to the next level online?
We Know the Roofing Industry. And We've been doing SEO for 10 years. It's a Lethal Combination.
This guide is everything you'll need and more to rank your roofing website in Google's top search results. You'll learn how to:
If you want your business to survive well into the future, your roofing SEO strategy should be one of your top priorities. More potential customers than you can imagine will hop on to Google and search for roofing companies in your area. They'll do this before they make the decision to pick up the phone and call for help.
That's why it's more important than ever that you are listed at the top of Google's search engine results homeowners begin their research process. This guide will cover everything we do when we lay out an entire SEO campaign for a roofing business.
A Quick Note for Readers
We literally wrote the book on Internet Marketing including a large section on how to do roofer SEO properly. We've broken down the SEO process for roofing contractors in this article in a very detailed manner, but for more info grab a copy of our book!
As always, if you need a roofing SEO company to review your website and create a new blueprint to get your SEO tactics on point, click here schedule a free strategy session today!
SEO or Search Engine Optimization is the process of increasing the quality and quantity of your website traffic through organic search results.
Search engines like Google, Bing, and Yahoo have search results for given roofing keywords that users type in. Websites are then ranked based on what the search engine considers most relevant to users.
This is why it's so valuable to be ranked at the top of the 1st page of Google for roofing search queries like "roofing companies", etc.
The ROI on an long term roofing SEO services can be nothing short of incredible. With such a high value service that roofers are selling, putting thousands of dollars into SEO per month can easily be recouped by doing 1 or 2 extra jobs per month from newfound leads.
When SEO reaches its maximum effect, you should be getting 10-20x leads and jobs per month compared to what you were doing before the SEO strategy was put into place.
We typically like to see a return on investment within the first 4-6 months. From there, it's all money back in your company's pocket.
Knowing how to do search engine optimization is one thing, but you also need to be able to measure the success of your roofing SEO campaign. We use KPIs or Key Performance Indicators to determine the effectiveness of the work that is being done. Your KPIs for your roofing business should align with your business goals, budget, and timeline of what is expected.
KPIs give us an idea of what's working and what isn't with your SEO campaign. This allows us to make adjustments month over month so we can make sure we get your strategy on the right page. Here are some of the things we measure and report on:
Make your roofing business the authority in your area online with our roofer SEO expert campaigns
When getting started with SEO, you need to get a grasp on if your current website is showing up in Google searches for your main keywords or not.
If you go to Google and type in the keywords that are important to your roofing company, does your business come up? That might be keywords like “roofing contractor your city”, “your city roofing company”, “roof replacement”, etc.
Brainstorm some keywords on your own based upon the services that you offer and are most important to the success and profitability of your business.
Before we go even further on this subject, let’s make sure you understand the difference between which type of search result is which.
When you do a search on Google, you’re going to see three sections of listing come up:
In order to check your rankings accurately to see where you currently stand, I recommend doing the following. Go to this website for accurate search results from your location: https://www.citationbuilderpro.com/app/local-search-results-checker
Type in your city you want to rank in and the search term you want to rank for, hit “get URL” and see where you stand. It’s important to do it this way because search results can tainted by using your own internet browser since Google may favor your site if you look at it a lot because of how personalized things are. This takes away the bias and lets you see if you actually rank in Google Maps or not.
When it comes to ranking in Google, the most important thing that we focus on is if you’re showing up in Google Maps for your main search terms or not. We’d agree that 60%+ of all search traffic will come through your Google Maps listing, so having those rankings work for you are key to success.
Many people know to skip over the paid listings right to maps, so make sure you’re visible there!
So which keywords are you ranking for? You need to figure out what people are searching for first.
What will people type into the Google search bar to find you? Which services are they looking for more information on?
You can check out another article of ours to see 150 of the most commonly searched roofing keywords.
There will always be the obvious keywords like:
The less than obvious examples are things like:
And you may want to show up for many other service keywords that a great deal of roofing contractors also offer like:
I'd recommend mapping out a list of the top 20 keywords that you think people are typing when they need your roofing services. Separate them out into services and sub-services. You can use our keyword page on our website again for more ideas.
Next up is one of the most important steps when it comes to ranking in Google, specifically in Google maps for the keywords you want to show up for.
If your website is not optimized properly and strategically, you’ll never make a run for those top organic and map spots.
Let me give you a crash course in optimizing your website, or at least looking at your website and telling whether it needs work or not.
Getting your roofing company to rank in both Google Maps listing and top organic listings ultimately comes down to a couple things: On-Page SEO and Off-Page SEO:
Quick Note: Many in the SEO industry will tell you that Off-Page is THE most important thing for ranking in Google. This is true for organic listings, but NOT for Google Maps in our experience in recent years.
For local SEO, specifically for local searches where a Google Maps listing appears in searches, On-Page is much more important.
Yes, links are very important and they should be part of your strategy, but if you want to rank in Google Maps, On-Site SEO Optimization strategy is key for the ranking of your website.
We've discovered that the optimal formula is 70% on-page, 30% off page, for success for local roofing businesses.
Hopefully by now you’ve listed out the main keywords that you want to rank for.
Well now it’s time to take those and map those keywords to pages of content on your website.
Each page on your website should be optimized around each service and city you’re targeting. Think about all the services that we listed above - you’ll likely have 15-20 pages just of service content!
Map each service keyword to a specific page like so:
Mapped to Which Page
roofers + your city
roofing companies + your city
Roof repair page
Roof replacement page
Metal roofing page
Commercial roofing page
Note that some keywords will all go on the same page if they all represent the same service. Keywords like “roofing contractor” and “roofer” are synonyms and you would optimize for both on the homepage.
After you’ve mapped out each and every service page, now comes the time to think about optimizing and writing your content properly on your website.
Most roofing websites will have the standard Home page, about page, contact us, services page, and maybe an insurance claims page -- that’s usually about it.
You need to go well beyond this if you want to dominate your competition and become the authority roofing business in your area online.
Most of the roofing websites we build out and implement our system on will have upwards of 100 pages of quality information on them - but that will come over time.
Most roofing contractors provide a variety of not only different types of roofing service offerings, but also other related services like siding, gutters, insulation, etc.
By building out the website and creating different pages for each service and city they’re targeting, you can get really get Google to notice your site, and in turn, get ranked higher up in search results.
Here’s one example of a site for a contractor that does many different services:
Like I said, the pages can add up fast, but most roofing contractors just aren’t doing this, and it’s costing them SEO visibility! If you want to dominate your market, you need to be thinking about this.
Many roofing contractors provide services to a large number of cities outside of the main city in which they reside in. In order to be found in organic search (and sometimes maps), you should also build out an areas served page that links to individual additional sub-city/neighborhood pages that describe your services.
Once you’ve written and built out content for each of the pages we mapped out above, it’s time for the On-Page SEO work to start. Proper optimization from an SEO perspective as I stated earlier is CRUCIAL to your success in dominating search engine results, specifically ranking in Google Maps, where most of the traffic clicks.
Here are some of the most important items that need to be taken care of for on-page SEO:
The meta title tag is the most important aspect of each page. It’s not only what searchers see before they click to your site in search results, but it also describes to Google what the page content is about.
Your title tag for each page needs to be optimized for the main keyword you’re trying to rank for. If I’m Joe’s Roofing Company in Chicago, my home page title tag should look like this:
Roofing Contractor Chicago IL | Joe’s Roofing Company
Never put your keyword and city in the title tag more than once, these days that just doesn’t work and looks spammy to Google.
For homepages, it’s crucial to put your company’s brand name in the Title Tag so Google can associate that with the Brand Name in your Google Maps listing - giving you a better chance to rank in Google Maps.
If you’re optimizing the title tag for a sub page it could look like this:
Emergency Roof Repair Service Chicago IL | Call 773-333-333 Now!
This title tag puts the main keywords and city in it, as well as has a call to action in search results so people can call immediately. This is a sneaky little trick that works well.
The meta description is what shows up underneath the title tag in Google search results. Many people forget to even fill this out at all, so Google will just put whatever they want in there. Don’t be that guy!
Now the meta description isn’t a direct ranking factor and doesn’t really tell anything to Google about the page, however it is a huge conversion factor that can help people learn more about your page in search results. It can encourage your click through rate if optimized properly.
You want as many clicks as possible from search results, so using your main keywords as well as numbers and eye popping letters to encourage users from search engines to click is very helpful. Here’s a great meta description:
Looking for a Minneapolis roofing company that you can trust? Prominent Construction, LLC is the #1 rated roofer in the Twin Cities. See our 200+ 5 star reviews. Get a FREE estimate Now!
See what I mean? I’d click that over anything else any day!
The H1 tag is headline on any page - there should only be 1 H1 tag per page.
It’s idea to repeat your main keywords, but to put them in a sentence, such as “Chicago’s #1 Rated Roofing Company”.
Because no one wants to read a wall of text on a page, you should break up each page’s content into sub headers. This allows users to easily skim the page to find what they want, as well as allows you to incorporate your other synonym keywords in headers to help with On-Page SEO.
You Can have multiple H2 and H3 tags on a page as long as it makes sense.
An example could be “We Offer an Industry Leading 50 year Roof Warranty”, “Read our 5 Star Reviews” etc.
Cleaner is better, but make sure your keyword somehow gets in the URL if it is a service page. Yes, if it’s your homepage you may not have control over this, but if you want to rank for roof repair, your page URL should be either website.com/roof-repair/ or website.com/services/roof-repair/ depending upon how you set up your page structure.
Your page content should have relevant images on it. We tend to recommend our clients use their own images from jobs that they’ve taken. These convert better than stock images.
The alt tag is what describes the image to search engines like Google. You should describe the image in the alt tag without being spammy with your keywords.
Also, if you have videos about a specific service, upload them to youtube and embed them on the page. Guess who owns Youtube? You guessed right, Google! We’ve seen monstrous ranking increases by having related videos embedded on pages.
Your content needs to be good and it needs to be compelling to the reader.
If you have 200 words on your homepage and an image, that’s not going to cut it. You need 500-1000 words of well written content that describes the service in detail and why you’re the best choice for it.
Remember, we need to sell the visitor on why you’re the best fit for the job!
If you want to rank for roof repair or metal roofing in your city, you need a specific page all about that on your website with proper headings, images, title tag, and more.
Roofers are service area businesses, meaning they do not have storefronts, you must go to the customer. Because of this, it’s likely you might serve a 25 mile radius around your city or even more.
If you want to have a chance of ranking in Google’s search results outside of the city where your office location resides, you’ll need to create what we call “city pages” or “location pages”. These would be unique pages of content that revolve around a different city and the services you offer. Cities, towns, neighborhoods, anything in the radius in which you serve.
That said, remember it’s 2018, and Google is smart. You cannot just copy your content over and over and over and change out the city each time. It just simply doesn’t work anymore. You need unique content about your roofing services and the city on each page.
So can you answer these questions now when you’ve written your content? Have you optimized your content properly?
On-Page search engine optimization is crucial to the success and ranking of your website in Google. If you haven’t completed these steps, make sure you circle back and make these changes yourself or have someone else do it for you.
The next piece of the equation is building the authority of your website. This done through the off-page SEO part of your campaign. What do we mean by authority?
We want to convey to the search engines that your website should be the “Go To Place” for questions, information, and and answers surrounding all things roofing. (or whatever services you provide).
If Google sees you as the “authority” in your industry, it’s more likely you’ll be ranked at the top of search results for your desired keywords.
Up until this point we’ve talked about initial setup of your roofing website:
The next part of the search engine optimization equation for your roofing website is building inbound links to your website.
If you’ve ever heard anything mentioned about SEO, link building is probably that thing.
Mainly because it’s true, links to your website is still the #1 ranking factor in Google’s search ranking algorithm.
You can have every type of page on your website and all of the content in the world, but if you have no links or poor quality links to your website, you won’t be visible in Google’s search results at the top of page 1.
You see, links are like a vote from another website in Google’s eyes. They’re a vote that puts you ahead of the competition and lets Google understand that you’re the right choice to be ranked for that particular search term.
That’s the word to remember. You want Google and other search engines to see your site as the authority in the roofing space in your local area.
Authority is improved by driving high quality links to your website.
Let’s look at how you can begin the process of building your site’s online authority over time. Eventually, this is going to help you reach the first page of Google’s organic search results as well as Local Maps results.
Once you’ve completed the on-page SEO optimization of your website including content creation, header and title tag optimization, and all of the other points we talked about above, it’s time to take the next step. On-page is laying the groundwork needed to really take your site to the next level.
Building your Off-Page SEO Authority is the final 30% of the SEO work, but also the most crucial aspect that will differentiate you from your competition in your area.
Building all of your content pages and on-page was the first step, but now you need to start building links, citations, and mentions of your site across the internet to develop the authority you need to rank.
Whoever has the best combo of authority, will win the search ranking battle.
The biggest thing to remember however is that you can’t just create tons of garbage links. You don’t want to just have thousands of links from crappy websites across the internet.
Google’s latest algorithm changes look specifically at the link anchor text and where the links are coming from. If anything looks suspicious, spammy, or poor quality, your rankings will suffer.
This causes a bigger headache than ever as it becomes a cleanup job rather than the other way around.
Anchor text is the the text that appears highlighted in a hyperlink from one website that can be clicked - this will then send the user to the next website.
Anchor text is crucial for SEO because if you have link anchor text that describes for example “roofing company in Chicago”, this is considered widely to be more powerful than just anchor text like “Click here”.
At the same time, if your links overdo what’s called target anchor text with your main keywords in it, it can also hurt your search rankings and even cause you to become penalized.
This is why there’s such a fine line between quality SEO techniques and spammy SEO techniques. You really need to be aware of what your competition is doing vs what you’re doing.
This is why we reverse engineer each roofer’s top competitors before link building to see what’s working for them. We then use the same strategy but take it one step further to outrank them.
You can use tools like ahrefs.com and majestic.com to figure out what type of anchor text your competitors are getting links with.
There’s a few different types of anchor text:
So we’re doing a lot of talking about link building, but what exactly is an example of a quality link? And where do you get them?
Here’s some examples of links that work well for local roofing companies and will help them dominate both organic search results and maps search results:
Informative Content Link Building: This is when you take your link building to the next level. Having someone create in depth and informative content pieces increases your chances of having other websites link to you. It also is more natural as people are more likely to link from their websites to you if you have something interesting to read or look at. You can reach out to industry blogs and websites to ask for links to this content and many will even just do it to begin with.
Competitive Link Acquisition: Using tools mentioned above like Ahrefs and Majestic to see where your top competitors are getting links from is the next level. You should be trying to get links on the same sites and more.
Let's look at these links in a bit more detail.
These are what we like to call “low hanging fruit”. They’re not all that powerful, but they are necessary to lay the groundwork for your Off-page SEO campaign and all of your competitors will have them.
It also establishes yourself to Google as a local business and imprints across the web your actual business information.
These include Google Maps, Bing Maps, Apple Maps, HomeAdvisor, Yellow Pages, BBB, Angie’s List, Yelp, Facebook, Twitter, Thumbtack & hundreds more.
All of these online listings let you list your company name, address, phone number and a link back to your website. Some allow pictures, videos, service descriptions, and even reviews.
Most of the time you can have your business added to those directories completely free of charge, although some may require payment, and others need submission through a data aggregator service.
These create the foundational blueprint for your company online. You want to make sure that you have your company listed on those online directory listings.
They’re also valuable from a Google Maps optimization perspective. Google wants to know that you have an established identity online and having citations that list the same Name, Address, Phone and website across the internet provide trust and reputation building, which help with Google Maps rankings.
It’s likely your business is involved with a local group or industry association. Visit the websites of those organizations and get listed in the member section. This will give you citations and the opportunity to link back to your website. Some great examples are local Chamber of Commerce, NRCA, etc. You may also be involved in networking groups like BNI or contributed to local charities. These are all link opportunities.
You can work with colleagues that have affiliated industry type businesses. If you’re in roofing, go to insurance agents in your area and ask if they will post a link to your website as someone to call for storm damage claims. Teaming up with relevant companies in spaces that are related but not competitive can be a win-win.
The next thing you could look at is the suppliers that you purchase from. If you are a regular customer at GAF, ABC Supply, or any other suppliers, make sure you can get listed on their website as a reseller. These are easy link opportunities.
The other “low hanging fruit” links are social media profiles. Every business nowadays has social media profiles, so it’s important you create them and also have them completely filled out.
The ones we most recommend are a Facebook page, Instagram page, Twitter account, LinkedIn profile, Google Plus page, Pinterest profile and a YouTube channel. Make sure you have a link to your website on each of them as well as your company information like business name, address, phone number, etc.
Reverse engineering your top ranking competitors is the next level of link building that most people don’t take.
If your competitors are ranking with certain links, then what’s stopping you from obtaining those same links to your website and then some?
Competitive link acquisition is the process of figuring out who is in the top position for your most important keywords and then reverse engineering their link profile to see which links they have. Then you’ll go out and get those same or similar links for your website.
How to do this?
Head to Google and type in the main keywords that you want to ranked for. For example “roofing contractor Chicago”.
See which sites pop up first in Maps and Organic section.
Then you can head to Ahrefs.com or Majestic, plug in their websites and look at the their backlink profiles.
Don’t just do this for 1 competitor, do it for all of your top competitors!
This is how you outrank them!
As we’ve mentioned many times, content on your website is one of the most important factors for not only ranking but keeping your site fresh.
Having content on your website about your industry is crucial to the success of your roofing company SEO campaign and becoming an authority in your area. Some examples are:
Creating instructional content or doing interviews about roofing topics can create awesome pieces of content.
Once you have those live on your site, they make great pieces to reach out to local businesses, bloggers, and industry relevant websites to ask for links.
More often than not, if you have quality content, you’ll start piling on links when you do the work and reach out for them.
Email other websites and advise them that you’ve created content that would be relevant to their readers or a helpful resource for people who visit their site. This works more often than it does not and it’s an easy way to build your authority FAST.
Having a roofing SEO campaign done the right way can increase traffic and fuel growth of your roofing business, all from the internet! It can help make sure your brand is front and center in your local area and give off the trust that you need to encourage customers to contact you. Better rankings = more traffic = more customers for you.
A strategic SEO campaign takes time and patience, but the end result is always worth it. Roofer Marketers not only has has expert SEOs working on your campaigns, but we know the roofing industry inside and out. Wouldn't you want someone that knows how your competitors work to handle your search engine optimization needs?
Contact us today to get a Free Audit and Strategy Session. We'll provide you a blueprint of how we can use our system to make you the #1 ranked roofing business in your local area and steal a majority of the leads from your competitors.